Analysis of Relationship Marketing and the Sustainable Development of Tourism in the Tourist Agencies of Cajamarca

The tourism sector is an industry that promotes economic and social development; it is a sector that strengthens markets. In Peru and Latin America, the tourism sector is the driving force behind the services sector. In this sense, it is evident that the sector needs to look for new and innovative marketing strategies to improve its level of competitiveness, especially in the field of experiential tourism, which is considered an opportunity for growth of involved communities. The present research aims to answer the problem: How is relationship marketing and sustainable development in the tourism sector? The general objective of this research is to determine the current situation of relationship marketing and sustainable development in the tourism sector in Cajamarca. The research has a quantitative approach that frames the development of the research, corresponding to a basic, exploratory and descriptive study; with a non-experimental cross-sectional design. The population belongs to a finite group of companies, constituting the total touristic offer of the sector. There are 47 tourism agencies, so the sample includes this number of companies. The present research concludes that the tourism sector analyzed has important advantages such as the relationship with external customers and potentially with internal customers in order to develop relational marketing as a driver for its own sustainable development.